.... Design/methodology/approach Data were collected from 401 virtual reality (VR) users and analyzed using Partial Least Squares–Structural Equation Modeling ( PLS-SEM ) and Importance–Performance Map Analysis (IPMA). Findings Based on PLS-SEM and IPMA results, the constructs of object-based...

... and thematic clusters to provide insights into the field of tourism. Findings The findings indicate significant growth in the study of virtual reality (VR) and augmented reality (AR) within the tourism sector, particularly in destination marketing and immersive experiences. VR enhances destination branding...

... Limited Licensed re-use rights only Metaverse Metaverse tourism Virtual tourism Space tourism Virtual reality As previously noted, recent advancements in digital technologies have significantly transformed traditional hospitality and tourism practices, resulting in innovative...

... experiences around the world. It attempts to assess factors such as information value and reliability (IVR), ease of access and interaction (EAI), cost-effectiveness (CE), virtual reality (VR) and mobile technology usage (MTU) to help policymakers, service providers, developers and scholars to formulate...

... OF THE METAVERSE” and lists: “Virtual Reality,” “Augmented Reality,” “Technology Platforms,” and “Avatars.” The bottom left box is labeled “CHALLENGES” and lists: “Privacy,” “Data Security,” “Defining the Target Audience,” and “Future Research.” The bottom middle box is labeled “EXPECTED RESULTS” and lists...

...Varun Kumar; Bijay Prasad Kushwaha Purpose To investigate the possibility of virtual reality (VR) and other immersive technologies to solve the paradox of tourism, whereby its growth endangers the natural and cultural heritage it fosters by reconciling ecological preservation with the tourist...

...Sadaf Javanmardi; Ehsan Javanmardi; Alessandra Bucci Purpose This study examines the role of Virtual Reality (VR) in tourism marketing, analyzing its psychological effects, demographic differences and factors influencing adoption. It seeks to identify and measure the main drivers and obstacles...

... was conducted as a between-subjects one-factor [preview mode: static images vs 360-degree tour vs virtual reality (VR) mode] in a laboratory experiment setup to examine how consumers with different levels of involvement in travel decision-making respond to destination marketing toward three different preview...

... integrates the physical, virtual and digital worlds where guests can immerse themselves and connect with characters in Disney stories (Disney Parks, Experience and Products, 2021). In the restaurant sector, Wendy's opened a virtual reality Wendy-verse restaurant, where guests can play, explore, connect...

... and Company, 2018). Arthur Huang can be contacted at: Arthur.huang@ucf.edu 21 01 2021 12 04 2021 28 06 2021 28 06 2021 © Emerald Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Artificial intelligence Virtual reality Augmented...

...-tours and virtual reality (VR)-optimized tours. The website content analysis was followed by application of the DOI theory and predictive modeling. Findings According to the DOI theory, the use of VR-optimized tours (4.34%) is still in the early adoption stage, followed by 360-degree tours (12.74...